CHALLENGE:

For their 2017 digital marketing campaign, Moe’s Southwest Grill, a fast-casual restaurant, wanted to drive foot traffic to their 700+ locations. Their aim was to tap into new customer groups through Experian segment data seeds and measure real-world success off Placed Foot Traffic Attribution.

“The partnership between Moe’s Southwest Grill and Quantcast has elevated the fast-causal brand’s digital marketing strategy to drive trial with new consumers. Introducing the Moe’s brand to a new audience proved to be successful in driving in-store traffic to the brand’s 700 locations.”

Alan Magee, Marketing Director, Moe’s

THE QUANTCAST SOLUTION:

Through Influence Audiences with Data Partner Targeting, Moe’s Southwest Grill gained access to Quantcast’s data targeting and brand measurement suite, easily plugging into their Experian and Placed partnerships.

Moe’s Southwest Grill leveraged four distinct Experian groups of the “Busy Balancer” brand target.

Tapping into the power of real-world national credit file data from the Experian ConsumerView database, Quantcast was able to understand these unique audience groups, find new customers, and influence new prospects to grow awareness of the Moe’s Southwest Grill brand.

This was paired with foot traffic attribution, a form of brand measurement that connects ad exposure to in-store visits, measuring:

  • Foot traffic lift
  • Incremental In-store Visits
  • Return on ad spend
  • Incremental sales
  • Cost per incremental store visit

RESULTS

By combining Quantcast’s superior targeting accuracy at scale, the ability to prospect new customers and influence the customer journey early on, and ultimately validate brand investment in real-world customer visits, Moe’s Southwest Grill was able to deliver a holistic marketing strategy that drove their bottom line.

Highlights include:

Quantcast ad exposure drove:
  • 40% new in-store visits for each of the three promotional periods
  • 19X return on ad spend

RESULTS – BY LOYALTY EVENT:

Promotion Period 1: Jan 30 – Apr 30
  • 14% Incremental Store Visits
  • $1.12 Cost Per Incremental Store Visit
Promotion Period 2: Apr 4 – Aug 27
  • 53% Incremental Store Visits
  • $1.13 Cost Per Incremental Store Visit
Promotion Period 3: Aug 29 – Dec 31
  • 68% Incremental Store Visits
  • $0.81 Cost Per Incremental Store Visit